Total Force Recruiting scores knockout with Professional Fighters League

A pair of Professional Fighters League warriors work their ground game during the fights on May 9, 2019 at Nassau Coliseum, Long Island, New York. The Air Force Reserve logo, along with an Air Force Special Operations logo were prominantly displayed in the cage during the fights that aired on ESPN2 and ESPN+. (Air Force photo/Master Sgt. Chance Babin)

Master Sgt. Jared Lacovara, an active-duty Air Force recruiter in Philadelphia, helps inspire a potential lead at the Professional Fighters League show at the Nassau Coliseum, Long Island, N.Y. The mixed martial arts league brings in a young and athletic crowd, which is ideal for recruiting. The Air Force Reserve and Air Force Special Operations recruiters worked side-by side at the event. (Air Force photo/Master Sgt. Chance Babin)

Air Force Reserve digital signage was on display during the first Professional Fighters League bouts this season at Nassau Coliseum May, 9, 2019, in Long Island, N.Y. Air Force Reserve Command and Air Force Special Operations recruiters were on hand to work the event. (Air Force photo/Master Sgt. Chance Babin)

A pair of female fighters are locked up on the cage next to Air Force Special Operations advertising during the Professional Fighters League season debut. The PFL is the first mixed martial arts league to feature a 155 pound female division. (Air Force photo/Master Sgt. Chance Babin)

A Professional Fighters League fighter enters the cage walking on an Air Force Reserve mat. A similar mat was also shown to the ESPN2 and ESPN+ audience as the referees checked the fighter's gloves in the locker room. Air Force Reserve Command and Air Force Special Operations logos were also prominantly displayed in the ring and on the mat inside the cage. (Air Force photo/Master Sgt. Chance Babin)

Air Force active duty and Reserve recruiters who joined together as a Total Force in recruiting effort at the Professional Fighters League season debut take a photo together at the Nassau Coliseum May 9, 2019, in Long Island, N.Y. The tag-team effort is something that will become the norm in the future as Air Force Recruiting Service integrates into one team, combining active duty and Reserve recruiting functions.

Magomed Magomedkerimov stands over John Howard with the Air Force Reserve logo displayed behind the fighters. Magomedkerimov is a returned champion from the last Professional Fighters League season trying to win $1 million for a second time. Air Force Reserve Command is a sponsor of the PFL, a mixed martial arts league that has a regular season, playoffs and a championship format. (Air Force photo/Master Sgt. Chance Babin)

In a combined recruiting effort, Air Force Reserve Command and Air Force Special Operations recruiting teamed up and scored a knockout at the Professional Fighters League season debut at the Nassau Coliseum May 9, 2019.

The tag-team effort is something that will become the norm in the future as Air Force Recruiting Service integrates into one team, combining active duty and Reserve recruiting functions.

The PFL, which features both men and women fighters, is the first mixed martial arts organization to present the sport through a regular season, playoffs and championship format. The fights were broadcast on ESPN2 and ESPN+.

The Air Force Reserve and Air Force Special Operations logos were featured prominently in the ring. Reserve and Special Ops commercials aired on the ESPN channels during the fights and digital advertising was displayed at the show.

“We couldn’t be more excited to be partnered with the Air Force Reserve,” said Peter Murray, chief executive officer for PFL. “One of our primary causes with the PFL is supporting the military, both active and retired. We believe in the Air Force Reserve’s mission and we believe we can help the Reserve recruit and get its messaging out. We are deeply dedicated to supporting our military and veterans and we look forward to strengthening our relationship with the Air Force Reserve by providing the ability to reach millions of MMA fans here in the U.S.

“We have many athletes who are former military and we recognize them and celebrate that fact,” he said. “The PFL will work with the Reserve to raise awareness of the incredible work our servicemen and women are doing through events, digital and social platforms, and broadcasts.”

Air Force Recruiting Service sees the PFL as a great avenue to reach a large demographic of men and women with a propensity to serve.

“The league’s commitment to supporting military personnel and the growing MMA fan base of strong, passionate young people makes this partnership ideal,” said Chief Master Sgt. Michael Johnson, chief of strategic marketing for Air Force Recruiting Service at Joint Base San Antonio-Randolph, Texas. “The PFL’s relationship with ESPN provides an incredible platform for us to communicate our mission and the benefits of serving to an engaged national audience. We’re thrilled to be part of the 2019 season.”

Recruiters at the event said they embraced the Total Force recruiting effort.

“Having our active-duty counterparts at the event side by side makes absolute sense,” said Senior Master Sgt. Kenneth Bachman, a Reserve senior recruiter at Joint Base McGuire-Dix-Lakehurst, New Jersey. “When there is an applicant interested in the Air Force, we want to make sure we have the right opportunity to offer, whether that be active or Reserve. Sharing the event is a great way to better utilize our resources.”

While the integration is leading to more shared marketing events like the PFL, the ultimate goal is to get the word out about opportunities in the Air Force.

“This concept is long overdue,” said Senior Master Sgt. Michael Lear, an active-duty recruiter assigned to the 313th Recruiting Squadron, Syracuse, New York. “It just didn’t make sense for us to be going in different directions and not utilize each other’s talents. If we can come together and work as one team, one fight, this is going to be something very good for the Air Force. In the end, we are trying to build a total force and we are all trying to obtain the same goal – defending this country.”

The recruiters said there is a great fit for Air Force recruiting at a MMA event because there are many shared values between the two organizations.

“Having both the Reserve and active components in one location is a great way to provide customer service to those looking to get information or make an informed decision,” said Master Sgt. Jared Lacovara, a Reserve recruiter stationed in Philadelphia. “The MMA aspect allowed us to offer some fun physical activities and gauge the fitness level of the prospects who seemed interested. Assessing the fitness level is a good tool for the active-duty special operations guys, as well as the line and enlisted accession recruiters from both components. It’s a win all around.”

MMA legend and former Army soldier, Randy Couture, is one of the television personalities for the league. He talked about some of the traits he thinks are shared by the military and MMA.

“We share a warrior spirit, and discipline is a characteristic this sport breeds,” he said. “If you want to be the best fighter, you’re going to have to make sacrifices and do a lot of things the average person doesn’t want to do. I think the same thing is true about people who wear the military uniform. That’s why they are the one percent. They have done things the rest of the population doesn’t want to do.”

Couture said he was happy to have military organizations be part of the PFL.

“I think it’s awesome the Air Force is behind us,” he said. “As someone who signed that contract, made that oath, I think any exposure we can get you guys is great. We appreciate the support for sure.

Before becoming a three-time heavyweight and two-time lightweight MMA champion, Couture was a sergeant in the Army. He talked about how his days in the military made him who he is today.

“It was during those six years I spent in uniform where I learned I could compete at that level on an international stage,” he said. “I wrestled for the Army while I was in and competed in the inter-service championships a few times and ultimately ended up being an Olympic alternate as a soldier in 1988. It was a pretty formative time in my life and I look at the world now in a particular way because of that experience. There were definitely a lot of lessons there that I carried down the road into fighting and everything else I do.”

The PFL will have six regular-season, bi-weekly events leading to the playoffs in October and championship on New Year’s Eve. Winning fighters can take home $1 million.